You won’t find the Snooty Von Snoots shopping at J.C. Penney, and the company knows it. You don’t equate the Wyoming born chain with fancy designer clothes, expensive jewelry, or anything extravagant for that matter.

But the company is proud of what they carry so in a self-deprecating way, they are opening a boutique pop-up shop called "Jacques Penne" in New York City. While not looking to pull one over on customers, they will showcase their finest fare without the "J.C. Penney" name or brand anywhere. They would just like people to look at their brand differently.

James Cash Penney started the chain of department stores in 1902 in Kemmerer, Wyoming. They grew to some 1095 stores and became one of America’s largest apparel and home furnishing stores. But they have been experiencing hard financial times after featuring a gay advertising campaign and like many stores, they have been dealing with the trend of dying suburban shopping malls.

Now with a bit of tongue-in-cheek humor, they are taking a new direction that is kind of like referring to Target as “Tarjay.”

Good luck "Jacques Penne," you might need it.